Document Type: Research Paper
Ph.D. Student of Cultural Sociology, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Professor of Sociology, Department of Social Sciences, University of Tehran, Iran
Assistant Professor of Sociology, Central Tehran Branch, Islamic Azad University, Tehran, Iran
The present research was conducted with the aim to represent a theoretical Framework and a paradigmatic model of villager's Perception and interpretation of causes of change in life style of rural people living in rural regions of Khalkhal during last four decades, using a Mixed Method composed of a qualitative approach (grounded theory) and quantitative approach (Survey research). First a theory was underpinned with a qualitative approach and explorative technique and then with the help of paradigmatic model, some hypotheses were set and tested employing quantitative technique (survey) with empirical data. In the qualitative part, the statistical population consisted of 22 individuals (n=22) of villagers above 18 years old who were interviewed through theoretical sampling. Three-stage coding technique was used in order to analyze data. In the quantitative part, 380 individuals were selected as statistical population using Cochran's Formula. The results from findings showed that from the viewpoint of villagers factors such as establishment of industry and modern technology in villages, promotion of mass media usage, interaction with city dwellers, expansion of tourism, the degree of religiosity of villagers, and socio-economic status of villagers have been factors affecting on the life style and consumption culture of villagers living in Khalkhal region during last four decades.